Директор по маркетингу Tele2: Наша честность заключается в достойном качестве за разумные деньги

{"ID":"685865","~ID":"685865","TAGS":"мобильная связь, сотовые операторы, маркетинг, Tele2","~TAGS":"мобильная связь, сотовые операторы, маркетинг, Tele2","NAME":"Директор по маркетингу Tele2: Наша честность заключается в достойном качестве за разумные деньги","~NAME":"Директор по маркетингу Tele2: Наша честность заключается в достойном качестве за разумные деньги","IBLOCK_ID":"54","~IBLOCK_ID":"54","IBLOCK_SECTION_ID":"4068","~IBLOCK_SECTION_ID":"4068","DETAIL_TEXT":"\r\n\u003Cp\u003E\u003Ci\u003EВ апреле в Москве прошел ежегодный форум газеты \u0026quot;Ведомости\u0026quot; - \u0026quot;Маркетинг 2014\u0026quot;. Одним из ключевых в ходе работы форума стало выступление директора по маркетингу компании Tele2 Кирилла Обуха.\u003C\/i\u003E\u003C\/p\u003E\r\n \r\n\u003Cp\u003E \r\n  \u003Cbr \/\u003E\r\n \u003C\/p\u003E\r\n \r\n\u003Cp\u003E\u0026laquo;Первое и основное правило \u0026mdash; быть как все скучно, не интересно и не эффективно. Как учат маркетологов, быть вторым \u0026mdash; опасно, третьим \u0026mdash; скучно, а про четвертого уже и говорить не хочется. Весь вопрос в том как быть уникальным, а не в том как быть вторым, третьим, пятым, семнадцатым. В девяностые и двухтысячные годы Tele2 врывался на рынки разными, абсолютно нетривиальными способами. При этом мы все время говорили скорее о сути, о том что важно для людей, нежели о форме и упаковке. Мы понимаем как быть другими, альтернативными и что такое быть первым на другом конце качели, иметь другую позицию по отношению к рынку, нежели как быть четвертым в \u0026laquo;большой тройке\u0026raquo; операторов, что в принципе само по себе оксюморон\u0026raquo;, - рассказал собравшимся Кирилл Обух. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E По его словам, изначально ключевой импульс компании Tele2 состоял в том, чтобы \u0026laquo;быть другим\u0026raquo;. \u0026laquo;Эта метафора символизирует то, как мы в свое время врывались на разные рынки \u0026mdash; с устоявшимися правилами, государственными монополиями, где наводили достаточно большой хаос, вносили некоторую суматоху в принятый статус-кво по тому как нужно зарабатывать и распределять деньги. Мы видели ситуацию по-другому. Компания исторически действует по достаточно простым правилам \u0026mdash; простота, бунтарство, альтернативный взгляд на новые категории, новые индустрии. Ну и, безусловно, лучшая цена\u0026raquo;, - пояснил директор по маркетингу компании-мобильного оператора, добавив, что история оператора Tele2 являет собой пример того, как находить решения, которые позволяют расти в независимости от давления внешней среды.\u003C\/p\u003E\r\n \r\n\u003Cp\u003E \r\n  \u003Cbr \/\u003E\r\n \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003Cimg src=\u0022\/upload\/medialibrary\/f57\/f5738ef719a3e280f7d54d4b3921647b.jpg\u0022 title=\u002211.jpg\u0022 border=\u00220\u0022 alt=\u0022Кирилл Обух, директор по маркетингу Tele2\u0022 width=\u0022500\u0022 height=\u0022332\u0022  \/\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cbr \/\u003E\r\n \r\n\u003Cp\u003E Расшифровывая понятие \u0026laquo;бунтарства\u0026raquo; спикер рассказал, что под ним подразумеваются максимально удобные бизнес-процессы, оптимизация работы компании, лучшее качество обслуживания и т. д. \u0026laquo;Это то, что ценит клиент: наше бунтарство против стереотипов и догм. Клиенты видят по-другому устроенный продукт, тарифный портфель, другую логику ценообразования. Мы бунтуем с самими собой, заставляем себя мыслить нестандартно, чтобы было лучше людям\u0026raquo;, - подчеркнул Кирилл Обух. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Еще один важный посыл Tele2: компания по сути и по факту является дискаунтером, в том смысле, что дает разумные и альтернативные цены. \u0026laquo;При этом компания никогда в жизни ничего не усложняла, все делала простыми категориями: возможность просто выбирать и достаточно интуитивно подключаться и делать это в приятно располагающей атмосфере. Понимаем, что аудитории бывают разными и с уважением относимся к разным людям, но больше поддерживаем тех, кто близки нам по духу. Тех, кто хочет что-то сделать, имеет активную позицию\u0026raquo;, - отметил Кирилл Обух. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E В своем выступлении он также коснулся одного из ключевых событий на рынке телекоммуникаций за последнее время - сделки по интеграции мобильных активов национального оператора связи - \u0026laquo;Ростелекома\u0026raquo; - в структуру альтернативного оператора мобильной связи \u0026ndash; компании Tele2. \u0026laquo;Бренды могут быть большими при наличии ресурса, государственных акционеров и т. д. Но я вам честно скажу, что мы не особо ощущаем наличие этого ресурса на протяжении последнего года именно как помогающей нам возможности. Совместное предприятие с \u0026laquo;Ростелекомом\u0026raquo; - это не случайно упавшая на голову манна небесная, а плод четырехлетней стратегии, которая была установлена, для того чтобы определить каким образом обеспечить наиболее быстрые горизонты развития. Один из стратегических сценариев, который разрабатывался внутри компании, для того чтобы дать возможность войти в свободный рынок связи во всех регионах страны, а не только в тех 43, где уже была представлена компания Tele2\u0026raquo;, - откровенно рассказал директор по маркетингу. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Что касается введенного в начале этого года принципа MNP (Mobile Number Portability) \u0026mdash; сохранении номера при переходе к другому оператору, то тут, по словам Кирилла Обуха, стандарт вообще мог бы не появиться или появился был сильно позже, если бы не позиция компании Tele2: \u0026laquo;MNP мог не появиться или появился бы сильно позже, если бы не Тele2. Большой тройке MNP по большому счету был не интересен; мы в свою очередь боролись за него три года\u0026raquo;. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u0026laquo;Наша честность заключается в том, что у нас есть достойное качество за разумные деньги. И десятки миллионов наших абонентов нам за это благодарны. Мы делаем связь такой, какой хотим покупать ее сами; оператор, который думает о людях, о том, что им нужно. Мы знаем, почему мы это делаем, почему нам не стыдно об этом рассказывать\u0026raquo;, - резюмировал Кирилл Обух.\u003C\/p\u003E\r\n ","~DETAIL_TEXT":"\r\n\u003Cp\u003E\u003Ci\u003EВ апреле в Москве прошел ежегодный форум газеты \u0026quot;Ведомости\u0026quot; - \u0026quot;Маркетинг 2014\u0026quot;. Одним из ключевых в ходе работы форума стало выступление директора по маркетингу компании Tele2 Кирилла Обуха.\u003C\/i\u003E\u003C\/p\u003E\r\n \r\n\u003Cp\u003E \r\n  \u003Cbr \/\u003E\r\n \u003C\/p\u003E\r\n \r\n\u003Cp\u003E\u0026laquo;Первое и основное правило \u0026mdash; быть как все скучно, не интересно и не эффективно. Как учат маркетологов, быть вторым \u0026mdash; опасно, третьим \u0026mdash; скучно, а про четвертого уже и говорить не хочется. Весь вопрос в том как быть уникальным, а не в том как быть вторым, третьим, пятым, семнадцатым. В девяностые и двухтысячные годы Tele2 врывался на рынки разными, абсолютно нетривиальными способами. При этом мы все время говорили скорее о сути, о том что важно для людей, нежели о форме и упаковке. Мы понимаем как быть другими, альтернативными и что такое быть первым на другом конце качели, иметь другую позицию по отношению к рынку, нежели как быть четвертым в \u0026laquo;большой тройке\u0026raquo; операторов, что в принципе само по себе оксюморон\u0026raquo;, - рассказал собравшимся Кирилл Обух. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E По его словам, изначально ключевой импульс компании Tele2 состоял в том, чтобы \u0026laquo;быть другим\u0026raquo;. \u0026laquo;Эта метафора символизирует то, как мы в свое время врывались на разные рынки \u0026mdash; с устоявшимися правилами, государственными монополиями, где наводили достаточно большой хаос, вносили некоторую суматоху в принятый статус-кво по тому как нужно зарабатывать и распределять деньги. Мы видели ситуацию по-другому. Компания исторически действует по достаточно простым правилам \u0026mdash; простота, бунтарство, альтернативный взгляд на новые категории, новые индустрии. Ну и, безусловно, лучшая цена\u0026raquo;, - пояснил директор по маркетингу компании-мобильного оператора, добавив, что история оператора Tele2 являет собой пример того, как находить решения, которые позволяют расти в независимости от давления внешней среды.\u003C\/p\u003E\r\n \r\n\u003Cp\u003E \r\n  \u003Cbr \/\u003E\r\n \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003Cimg src=\u0022\/upload\/medialibrary\/f57\/f5738ef719a3e280f7d54d4b3921647b.jpg\u0022 title=\u002211.jpg\u0022 border=\u00220\u0022 alt=\u0022Кирилл Обух, директор по маркетингу Tele2\u0022 width=\u0022500\u0022 height=\u0022332\u0022  \/\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cbr \/\u003E\r\n \r\n\u003Cp\u003E Расшифровывая понятие \u0026laquo;бунтарства\u0026raquo; спикер рассказал, что под ним подразумеваются максимально удобные бизнес-процессы, оптимизация работы компании, лучшее качество обслуживания и т. д. \u0026laquo;Это то, что ценит клиент: наше бунтарство против стереотипов и догм. Клиенты видят по-другому устроенный продукт, тарифный портфель, другую логику ценообразования. Мы бунтуем с самими собой, заставляем себя мыслить нестандартно, чтобы было лучше людям\u0026raquo;, - подчеркнул Кирилл Обух. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Еще один важный посыл Tele2: компания по сути и по факту является дискаунтером, в том смысле, что дает разумные и альтернативные цены. \u0026laquo;При этом компания никогда в жизни ничего не усложняла, все делала простыми категориями: возможность просто выбирать и достаточно интуитивно подключаться и делать это в приятно располагающей атмосфере. Понимаем, что аудитории бывают разными и с уважением относимся к разным людям, но больше поддерживаем тех, кто близки нам по духу. Тех, кто хочет что-то сделать, имеет активную позицию\u0026raquo;, - отметил Кирилл Обух. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E В своем выступлении он также коснулся одного из ключевых событий на рынке телекоммуникаций за последнее время - сделки по интеграции мобильных активов национального оператора связи - \u0026laquo;Ростелекома\u0026raquo; - в структуру альтернативного оператора мобильной связи \u0026ndash; компании Tele2. \u0026laquo;Бренды могут быть большими при наличии ресурса, государственных акционеров и т. д. Но я вам честно скажу, что мы не особо ощущаем наличие этого ресурса на протяжении последнего года именно как помогающей нам возможности. Совместное предприятие с \u0026laquo;Ростелекомом\u0026raquo; - это не случайно упавшая на голову манна небесная, а плод четырехлетней стратегии, которая была установлена, для того чтобы определить каким образом обеспечить наиболее быстрые горизонты развития. Один из стратегических сценариев, который разрабатывался внутри компании, для того чтобы дать возможность войти в свободный рынок связи во всех регионах страны, а не только в тех 43, где уже была представлена компания Tele2\u0026raquo;, - откровенно рассказал директор по маркетингу. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Что касается введенного в начале этого года принципа MNP (Mobile Number Portability) \u0026mdash; сохранении номера при переходе к другому оператору, то тут, по словам Кирилла Обуха, стандарт вообще мог бы не появиться или появился был сильно позже, если бы не позиция компании Tele2: \u0026laquo;MNP мог не появиться или появился бы сильно позже, если бы не Тele2. Большой тройке MNP по большому счету был не интересен; мы в свою очередь боролись за него три года\u0026raquo;. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u0026laquo;Наша честность заключается в том, что у нас есть достойное качество за разумные деньги. И десятки миллионов наших абонентов нам за это благодарны. Мы делаем связь такой, какой хотим покупать ее сами; оператор, который думает о людях, о том, что им нужно. Мы знаем, почему мы это делаем, почему нам не стыдно об этом рассказывать\u0026raquo;, - резюмировал Кирилл Обух.\u003C\/p\u003E\r\n ","DETAIL_TEXT_TYPE":"html","~DETAIL_TEXT_TYPE":"html","PREVIEW_TEXT":"Кирилл Обух: Клиенты компании ценят бунтарство против стереотипов и догм.","~PREVIEW_TEXT":"Кирилл Обух: Клиенты компании ценят бунтарство против стереотипов и догм.","PREVIEW_TEXT_TYPE":"text","~PREVIEW_TEXT_TYPE":"text","DETAIL_PICTURE":{"ID":"372254","TIMESTAMP_X":"01.02.2015 21:12:39","MODULE_ID":"iblock","HEIGHT":"135","WIDTH":"200","FILE_SIZE":"13363","CONTENT_TYPE":"image\/jpeg","SUBDIR":"iblock\/21d\/21d7ffd3aef6f4797156ee46d78ee677","FILE_NAME":"13f0b4bc0118a53a50717feafe29c9cc.jpg","ORIGINAL_NAME":"134.jpg","DESCRIPTION":"","HANDLER_ID":null,"EXTERNAL_ID":null,"VERSION_ORIGINAL_ID":null,"META":"","SRC":"\/upload\/iblock\/21d\/21d7ffd3aef6f4797156ee46d78ee677\/13f0b4bc0118a53a50717feafe29c9cc.jpg"},"~DETAIL_PICTURE":"372254","ACTIVE_FROM_X":"2014-06-06 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